I’m Danielle, and I’m
a student studying Advertising and PR at North East Scotland College. This blog
will be linked to my course so stay tuned for regularly updates throughout
upcoming weeks.
The Question? Can
digital media make or break a beauty campaign.
The point of this
blog is to look further into past and present campaigns that have made a
memorable impact. In today’s age, Digital Media has taken over the way
companies campaign their products. Vloggers and Bloggers seem to have taken
over viewer’s thoughts towards products and really seem to influence their
audiences buying habits.
Digital
Media can be either a make or break for a campaign. Social media such as
Facebook, Twitter and Instagram can give companies a bad reputation because of the
lack of control of what people say online. People twist campaigns and find
every little negative thing they can to take the campaign down to tomorrows
headlines.
So why choose
Digital Media as part of your marketing plan?
Digital media
increases the company’s brand recognition to a wide market base. In reality,
companies seize the opportunity to do this because sharing or retweeting a post
is free advertising for their campaign whilst hitting a large audience
demographics. It’s the most up to date media platform and gives an opportunity
for companies to interact between the customer and the brand.
Overall, this blog
will include future posts about various campaigns dealing with the pressure of
the digital media world. Will it be a make or break?
Lets start off
with Benefits launch of the ‘they’re real! Push-up gel eyeliner’ back in 2014.
The new product claims to ensure one quick swipe would last all day. The build
up to the launch date for this product was massive. This was the first time
anyone had heard of this new way to achieve the perfect liner, and Benefit
almost garneted you would achieve the perfect cat flick with it!
The ‘They’re Real’
sequel continued from Benefits well known ‘They’re Real Mascara’ so people expected
a great product already. The mascara was known to lasting all day and keeping
the same curl to your lashes as it had when it was first applied. Benefit
released the ‘They’re Real MakeUp Remover’ around the same time to help with
the removal of the long lasting product.
Benefit sent out
the new liner to You Tubers and Bloggers to hype up the product before the
release date. Waiting lists were building up and Bloggers and YouTubers were
continuing to hype the product on their social media sites such as Shaaanxo,
Saudibeautyblog and emtalks blog. Even online news websites were on the band
wagon!
Since the eyeliner
has been released, Benefit has introduced new colours to suit the new modern
makeup trends. Benefit has always been seen as quite a quirky and different
makeup brand when it comes to packaging and new products. Lets hope they
continue to release more quirky and fun products in the future.
Overall, this
particular campaign chose the correct use of digital media for the release of
their new product. It built hype and is still a well known product today.
If you are interested
in buying any products mentioned above, click the link here to be directed
straight to Benefit's website! https://www.benefitcosmetics.com/uk/en-gb
Thanks for reading
– comment below! ⬇⬇
